Press Releases and Posting Your Ensemble’s Press Kit

Whether it’s for local concert promotions, touring overseas, or just posting on your website, a well-constructed press kit can be an invaluable tool for raising the profile of your ensemble. In our new eBook “Creating the Perfect Press Kit for Your Ensemble”, we discuss how to choose the sample repertoire, take engaging photos, create press releases and more.

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Creating Your Ensemble’s Press Releases

Create and send press releases to the media whenever you have a big announcement: new director, upcoming benefit concert, upcoming tour, etc. After you have sent them, keep an archive folder on your website where you are able to easily access them. Use these press releases when applicable to promote various aspects of your organization.

“Create and send press releases to the media whenever you have a big announcement: new director, upcoming benefit concert, upcoming tour, etc. After you have sent them, keep an archive folder on your website where you are able to easily access them.”

If the media attends your performances or if your organization is featured somewhere in an online blog, website, newspaper, radio or TV station, also keep these archived on your website. You can use these while creating your press kit. For example, you may wish to pull a quote onto your ensemble biography or post a recording of your ensemble from the local news channel and submit alongside your press kit. This will help make your press kit stand out next to other ensembles!

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Quick Tips

• Create and send press releases for your big news items
• Keep your press releases archived or on your website
• Use proper formatting for press releases
• Obtain quotes for your press kit from media and audience
• Create a high-quality digital file of your press kit
• Post your press kit to your website
• Include your contact information

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How to Format a Press Release

• FOR IMMEDIATE RELEASE — Top left of page. Exact text; uppercase; bolded.
• Headline/Title — Left-aligned: the title of the piece.
• City, State/Country – Month – Day, Year — Left-aligned, italicized before the story.
• Body/Story — Left-aligned; multiple paragraphs.
• Ensemble/Director Information — Ensemble or director biography.
• Contact Information — Contact, organization, e-mail, phone number, address, website.
• ### — Three pound signs to signal the release is over.

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How to Post Your Press Kit

1. Post the kit on the ensemble’s website in its own “Press Kit” section. Include your contact info, website, and social channels.
2. Create a PDF digital file for easy printing. Provide a download link on your website.
3. Add terms & conditions if necessary. Require photo credits for external use.
4. If budget allows, have a professional printing company create a small run for the year.

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Examples of Digital Press Kits

Tenebrae Passion & Precision
The Orchestra of the Americas
Oakland Interfaith Gospel Choir
UCLA Bruin Marching Band

As you can see, there are some ensembles that have paid to make a very professional press kit and there are others that are simpler that still work very well. Choose the quality and budget that works for you and remember that having any press kit is better than no press kit at all.

“Choose the quality and budget that works for you and remember that having any press kit is better than no press kit at all.”

Utilize Your Press Kit

Once your press kit is complete, use it to your advantage! Having a press kit can help build your ensemble’s reputation, increase your audience numbers, gain community support, enhance fundraising and recruiting efforts and so much more. Send your press kit to media outlets, parents, administration, concert subscribers, and share on your social channels. Keep your content fresh and strive to update your press kit annually with new photos, videos and quotes.

“Having a press kit can help build your ensemble’s reputation, increase your audience numbers, gain community support, enhance fundraising and recruiting efforts and so much more.”

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View our other articles in the Backstage Blog’s Press Kit series:

4 Reasons Your Ensemble Needs a Press Kit
The 5 Essentials of Your Ensemble’s Press Kit
Taking Engaging Photos for Your Ensemble’s Press Kit
Writing Captivating Biographies for Your Ensemble’s Press Kit
Choosing Sample Repertoire for Your Ensemble’s Press Kit
Prepare Recordings for Your Ensemble’s Press Kit
Press Releases & Posting Your Ensemble’s Press Kit